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Celebrity chef Jamie Oliver and Heinz have fallen out over his
$17 baked beans on toast dish.

Oliver caused a stir when he put the expensive snack on the menu
at his London restaurant Fifteen, which trains young chefs.

But the 29-year-old now says beans have no place in "a
restaurant with integrity".

He blamed Heinz for what he admits was a publicity stunt, and
hinted that he was stupid to fall for it.

But Heinz hit back, saying it was not their decision to charge
$17 for the snack, which was served up last (northern) autumn with
olive oil, cherry tomatoes, red chillies, parmesan and
ciabatta.

Oliver told the Evening Standard ES magazine: "I should
have been brighter. Baked beans have got absolutely no place in any
restaurant with integrity.

"Heinz came to us and offered [$36,000] for us to put something
cool made with baked beans on the menu. That funds one student for
a whole year. Am I going to do it? Of course I am."

The Naked Chef told the magazine: "What I didn't realise
was that Heinz's marketing department was also working on it and
next thing I know we've got giant baked beans running across the
restaurant and paparazzi outside shouting 'Oliver's a wanker!' It
was quite surreal.

"If I'd known, I'd have given Heinz their money back."

But Heinz spokesman Michael Mullen said: "We had meetings with
Jamie's representatives and showed him all the details of the
marketing."